TIKTOK SEBAGAI STRATEGI KOMUNIKASI PEMASARAN FILM JUMBO PERIODE MEI - JULI 2025

Abstract

The development of digital technology, particularly social media, has transformed marketing communication strategies in the film industry. This study aims to examine the use of TikTok as a marketing communication strategy for the film "Jumbo" during the period May–July 2025 and measure its effectiveness based on audience perception, interest, and engagement. Using a descriptive quantitative method, data was collected through an online questionnaire from 150 active TikTok users aged 15–35 who were exposed to promotional content for the film "Jumbo." The results showed that the majority of respondents (95%) use TikTok daily and frequently encounter promotional content for the film "Jumbo," with film trailers being the most frequently viewed content type (39%). TikTok features such as visual effects, music, and hashtags significantly increase the appeal of the promotion (75% of respondents agreed). Promotion through TikTok significantly influenced the perception of film quality (61% of respondents) and increased viewing interest by 73%. TikTok was also considered more effective than Instagram and YouTube in building viewing interest (91% of respondents). It was concluded that TikTok is an effective primary channel for local film marketing strategies, especially in reaching the active and high-potential young audience segment. It is recommended that producers and marketing teams optimize TikTok's creative features, encourage audience participation, and conduct regular evaluations to personalize content.